This Week in Powersports Business – The week of January 5, 2025

News and stories from the world of Powersports business

EVS Sports Celebrates 40 Years of Innovation

EVS Sports a leading innovator in high performance motocross and offroad protection is proud to celebrate 40 years of innovation and excellence.

Since 1985, EVS has been at the forefront of motocross and off-road protection, revolutionizing the industry with game-changing products that empower riders to push their limits. EVS is driven by Passion, Performance, and Innovation — values that continue to shape the future of rider safety.

To mark this milestone, EVS is introducing an exclusive 40th anniversary collection of their top-selling products, all in a striking red colorway. Red is more than just their brand color — it symbolizes 40 years of passion they share with riders and their relentless pursuit to provide the best protection the sport has to offer.

The limited-edition lineup includes:

TP199 Knee Guard
Trusted for its superior impact protection and unmatched comfort.

F1 Roost Deflector
Engineered to shield riders from debris and ensure optimal performance.

Fusion Sock
The perfect blend of compression, support, and protection.

Moto Boxer
Built for performance and comfort.

Axis Sport Knee Brace

A staple in rider protection, now in a bold new look.

For forty years the heart and fire to succeed drives us through jumps, turns, berms, and whoops, protecting the skill, the talent, the ride, and the drive to be champion. In the end you have to be on the track to take the checkers.

The 40th Anniversary collection is now available. Stay ready, ride protected and continue to push the limits with EVS. Shop Now at: https://www.evs-sports.com/pages/40th-anniversary.

THE ORIGINAL SCALPEL GETS A SHARPENING FOR 2025

The ORIGINAL SCALPEL rolls into 2025, bringing its signature style and razor-sharp precision to the streets, with updated tech, sharper lines and two all-new colorways coming along for the ride.

In 2025, the KTM 790 DUKE continues its assault on the tarmac, boasting unmatched agility. KTM is excited to announce the launch of two distinct variants of the KTM 790 DUKE, tailored to meet the needs of riders across different regions.

For the European market, the KTM 790 DUKE is available in an A2 license-compatible version, delivering an impressive 95 PS at 8,000 rpm. This variant ensures compliance with local licensing regulations while maintaining the thrilling performance KTM is known for.

Meanwhile, riders in the rest of the world can experience the full power of the KTM 790 DUKE, which boasts 105 PS at 9,500 rpm. Both versions of the bike produce a robust 87 Nm of torque at 8,000 rpm, ensuring an exhilarating ride no matter where you are.

The scalpel-like agility, impressive top-end surge, low fuel consumption, and distinct engine note, has made the KTM 790 DUKE massively popular since its first unveiling in 2017 and is now EURO 5+ compliant.

Not only packing a punch in the engine stakes, the 2025 KTM 790 DUKE retains its light handling, steering agility, and eagerness thanks to geometry developed specifically for sporty street riding with high-quality WP APEX suspension at each end.

For 2025, a new 5” TFT dashboard replaces the previous 4.5” TFT and brings new functionality and usability to the package, giving riders access to KTM’s Demo Mode, a telemetry screen, and an Anti-wheelie Mode with 6 setting levels. The TFT dash also gives way to an all-new switchgear, with more intuitive tactile functionality and are illuminated when riding in low light conditions.

The usual selection of Ride Modes, notably RAIN, STREET, and SPORT, with optional TRACK and PERFORMANCE Modes available allowing for customizable traction and throttle control settings.

In terms of looks, the 2025 KTM 790 DUKE keeps its signature Naked aggressive looks with minor updates to the headlight cover, making it sharper than ever before, as well as two new colorways with a full range of specially developed KTM PowerParts available for further personalization.

Additionally, the 2025 KTM 790 DUKE comes with an exciting Premium Manufacturer’s Warranty of up to 4 years.

More information can be found on KTM.com.

Got Something to Say? Step Up to AIMExpo’s “Open Mic”

AIMExpo is opening up the Disruptive Thinking Stage on Friday, February 7, to exhibitors and dealers, giving them the freedom to discuss topics and ideas that they want with the powersports industry. There is no cost to participate. Open Mic, launching at AIMExpo 2025, is the answer to the numerous requests the show receives from industry partners looking to share their knowledge and insight with dealers.

“This industry is full of great ideas, and every year we receive more requests to present than our education platform can accommodate,” said Andre Albert, Director of Marketing and Events at the MIC. “It is from this that Open Mic was created. We wanted to have a platform that allowed fresh perspectives to be shared and discussed in an authentic environment. From unique builds to boundary-breaking business strategies, we hope Open Mic inspires creativity, progressive thinking, and collaboration, allowing our industry to engage in yet another way.”

Open Mic allows the industry to connect in a way that has never been offered before, and presenters will have full control: They will determine the content, create the audience, and own the conversation.

“From day one, it’s been said that AIMExpo is your show,” said Cinnamon Kernes, Vice President of Market Expansion at the MIC. “Our goal has always been to listen to our stakeholders, our exhibiting partners, and our attendees and deliver what they want. Open Mic gives us one more opportunity to incorporate new ideas that allow AIMExpo to evolve and continue to serve the needs of our industry.”

Open Mic Quick Facts

No cost to participate.
When: Friday, February 7, 9:30 am to 12:30 pm
Where: AIMExpo Disruptive Thinking Stage.
Basic AV equipment will be provided at no cost, including sound for up to 4 presenters and basic PowerPoint presentation. Slides must be reviewed by show management prior to presentation.
7 presentation slots available. Presenters are allowed 20 minutes.
Presenters must be exhibitors or registered dealers.
Open Mic schedule and promotional materials will be displayed on the AIMExpo website, onsite signage, and in the show app.
Presenters will be responsible for sending additional messaging to invite dealers.
To apply, click this link to submit an application with an outline of what you would like to present. Limit two applications per presenter/company.
Presenters will be notified by January 24 of acceptance.

SMX League Partners with IC360 Ahead of Season Launch

Integrity Compliance 360 (IC360), the unequivocal global leader in delivering best-in-class integrity and compliance regtech products and services for the sports betting and gaming sector, is excited to announce its collaboration with the SMX World Championship^TM Series, which encompasses both the Monster Energy AMA Supercross and Pro Motocross seasons, plus the SMX World Championship Playoffs.

Through this partnership, the SMX League^TM will leverage IC360’s cutting-edge integrity monitoring dashboard technology, providing a real-time alerting system for suspicious wagering activity. Additionally, they will utilize ProhiBet, IC360’s advanced prohibited bettor solution designed to prevent betting activities that violate regulatory compliance standards.

The SMX League will also implement IC360’s e-learning platform, featuring customizable modules to educate employees, athletes, and industry personnel on essential topics such as the sports betting ecosystem, responsible gaming, and compliance best practices.

“Betting within our sport has long been in the works and we are excited to finally be in a position to offer fans another important way to interact with the SMX World Championship,” said Dave Prater, Vice President Supercross, Feld Motor Sports, Inc. “Partnering with IC360 will ensure fans can wager with confidence.”

“We are excited to announce this partnership, as the racing and two-wheel offroad world is a growing market. It is a great opportunity to provide this league with the best-in-class integrity services as they embark on their new championship season,” says Scott Sadin, IC360 COO.

This partnership underscores IC360’s commitment to fostering transparency, education, and integrity within the sports industry, supporting the SMX World Championship Series in delivering an unparalleled experience to its fans, athletes, and stakeholders.

Goodyear Announces Sale of Dunlop Brand to Sumitomo Rubber Industries

The Goodyear Tire & Rubber Company (NASDAQ: GT) (“Goodyear” or the “Company”) today announced that it has signed a definitive agreement to sell the Dunlop brand, comprising trademarks and intangible assets necessary for operations of the brand business in Europe, North America and Oceania for consumer, commercial and other specialty tires (“Dunlop Brand”), together with certain associated intellectual property, to Sumitomo Rubber Industries, Ltd. (TYO: 5110) (“SRI”).

The sale of the Dunlop Brand follows a previously announced strategic review of the brand in connection with the Company’s Goodyear Forward transformation plan. Pursuant to the transaction terms, SRI will pay Goodyear cash proceeds at closing of approximately $701 million for the transfer of the Dunlop Brand across the relevant geographies, a “Transition Fee” for support in transitioning the Dunlop Brand to SRI, and the purchase of Dunlop tire inventory. The transaction also provides for additional ongoing offtake, licensing and other arrangements which are detailed below.

“This is another important milestone as we continue to execute against our Goodyear Forward transformation plan. We are optimizing our portfolio and reducing leverage to drive sustainable and substantial shareholder value creation,” said Mark Stewart, Goodyear Chief Executive Officer and President. “Not only does the transaction deliver significant value for our shareholders, it better positions Goodyear to enhance our focus on the growth of our core brands.”

“Our team conducted a comprehensive process focused on maximizing value for Goodyear through a divestment of our Dunlop Brand, and we are very pleased with the outcome achieved,” said Christina Zamarro, Executive Vice President and Chief Financial Officer. “We are committed to working closely with SRI to ensure a smooth transition for customers of the Dunlop Brand.”

The transaction is subject to regulatory approvals, other customary closing conditions and consultations and is expected to close by mid-2025. Goodyear intends to use transaction proceeds to reduce leverage and fund initiatives in connection with the Goodyear Forward transformation plan.

Transaction Terms

Goodyear will receive approximately $701 million of cash proceeds at closing from SRI, across three transaction components:

(a)	SRI will pay Goodyear $526 million for the Dunlop Brand and certain associated intellectual property;
(b)	SRI will pay Goodyear a $105 million Transition Fee for support in transitioning the Dunlop Brand and associated intellectual property, and facilitating the transition of Dunlop customers, to SRI, including planning matters and support of distribution and logistics through the end of the Transition Offtake Agreement; and
(c)	SRI will purchase existing Dunlop consumer tire inventory at an agreed markup. The exact inventory value to be purchased will finalized between signing and closing, however Goodyear estimates proceeds to be approximately $70 million, subject to a true-up.

In addition, under the terms of a Transition License Agreement (“TLA”), Goodyear will continue to manufacture, sell and distribute Dunlop branded consumer tires in Europe through at least December 31, 2025 (subject to extension, as described below). Goodyear will pay a royalty to SRI during this period on Dunlop sales but will otherwise retain all profits from these sales. The term of the TLA will automatically extend for an additional year, through December 31, 2026, unless the parties mutually agree to an earlier termination. This transition period is intended to give SRI time to scale its organization in Europe to effectively absorb the Dunlop Brand and maintain service levels for existing Dunlop customers.

Following the completion of the TLA, Goodyear will supply certain Dunlop branded tires to SRI in Europe for a five-year period under the terms of a Transition Offtake Agreement (“TOA”). The TOA stipulates minimum purchase quantities of 4.5 million tires per year for the five-year term, on a take-or-pay basis. SRI may terminate the TOA early after the third year, with twelve months’ notice, subject to payment of a termination fee. The TOA provides Goodyear with an agreed markup to total costs (including raw materials) for each tire sold.

Goodyear will license back the Dunlop trademarks from SRI for commercial (truck) tires in Europe on a long-term basis, subject to a royalty on sales. Goodyear can terminate this licensing agreement at any time during the licensing period.

Dunlop consumer tire sales totaled $532 million in 2023. Dunlop commercial tire sales totaled $201 million in the same period. Other specialty Dunlop tire sales (excluding motorcycle) totaled $22 million.

Goodyear will retain its rights to the Dunlop trademarks for its motorcycle tire businesses in Europe and Oceania.

Goodyear does not expect the transaction to materially impact segment operating income through the term of the TLA. Thereafter, the Company expects the transaction to reduce segment operating income by approximately $65 million per year during the term of the TOA, before any potential actions the Company may take to improve its operating margin. This impact also does not take into consideration other financial benefits resulting from deployment of proceeds from the transaction, including interest expense savings associated with expected debt repayment and other ongoing actions under Goodyear Forward.

Additional information on the transaction, including presentation materials, can be found on Goodyear’s investor relations website: http://investor.goodyear.com.

Advisors

Goldman Sachs & Co. LLC. is acting as lead financial advisor, Barclays Capital Inc. is acting as financial advisor and Cleary Gottlieb Steen & Hamilton LLP is acting as legal advisor to Goodyear.

About The Goodyear Tire & Rubber Company

Goodyear is one of the world’s largest tire companies. It employs about 71,000 people and manufactures its products in 54 facilities in 21 countries around the world. Its two Innovation Centers in Akron, Ohio, and Colmar-Berg, Luxembourg, strive to develop state-of-the-art products and services that set the technology and performance standard for the industry. For more information about Goodyear and its products, go to www.goodyear.com/corporate.

Forward-Looking Statements

Certain information contained in this news release constitutes forward-looking statements for purposes of the safe harbor provisions of The Private Securities Litigation Reform Act of 1995. Such forward-looking statements include, but are not limited to, statements relating to the proposed transaction, including statements regarding the benefits of the transaction and the anticipated timing of the transaction, and information regarding the businesses of Goodyear and SRI. There are a variety of factors, many of which are beyond our control, that affect our operations, performance, business strategy and results and could cause our actual results and experience to differ materially from the assumptions, expectations and objectives expressed in any forward-looking statements. These factors include, but are not limited to: our ability to implement successfully the Goodyear Forward plan and our other strategic initiatives, including the sale of the Dunlop Brand; risks relating to the ability to consummate the sale of the Dunlop Brand on a timely basis or at all, including failure to obtain the required regulatory approvals or to satisfy other conditions to closing; actions and initiatives taken by both current and potential competitors; increases in the prices paid for raw materials and energy; inflationary cost pressures; delays or disruptions in our supply chain or the provision of services to us; a prolonged economic downturn or period of economic uncertainty; deteriorating economic conditions or an inability to access capital markets; a labor strike, work stoppage, labor shortage or other similar event; financial difficulties, work stoppages, labor shortages or supply disruptions at our suppliers or customers; the adequacy of our capital expenditures; changes in tariffs, trade agreements or trade restrictions; foreign currency translation and transaction risks; our failure to comply with a material covenant in our debt obligations; potential adverse consequences of litigation involving the Company; as well as the effects of more general factors such as changes in general market, economic or political conditions or in legislation, regulation or public policy. Additional factors are discussed in our filings with the Securities and Exchange Commission, including our annual report on Form 10-K, quarterly reports on Form 10-Q and current reports on Form 8-K. In addition, any forward-looking statements represent our estimates only as of today and should not be relied upon as representing our estimates as of any subsequent date. While we may elect to update forward-looking statements at some point in the future, we specifically disclaim any obligation to do so, even if our estimates change.

AIMExpo, Garage Composites Take Education to the Next Level

AIMExpo and Garage Composites are again partnering to bring dealers the most comprehensive, forward-looking, actionable education experience in the powersports industry, February 5-6, on the Disruptive Thinking Stage and the Dealer Excellence Stage in Las Vegas. This year, there will be an added element: Dealers will be invited to share their concerns, insights, and ideas on stage with the expert panelists.

“Getting people together to learn and share ideas is a core part of what we do and key to business success. Garage Composites is excited to share our expertise and knowledge with AIMExpo attendees in February,” said Tony Gonzalez, CEO of Garage Composites.

To kick off Disruptive Thinking, Sam Dantzler and Tony Gonzalez, Garage Composites founders, will lead “Promote & Protect: Your business, Your Industry,” a discussion with top Garage Composites trainers Jordon Schoolmeester and Jolene Krizan that will set the theme of your education experience at AIMExpo. With decades of combined experience working with 20 Groups and the best dealers in the industry, the Garage Composites team will share an overview of industry trends, discuss the status of the industry, and more importantly, where the industry is headed. To further engage dealers and disrupt everyday thinking, this panel discussion, with its open format, will invite the audience to bring their own questions, insights, concerns, and ideas to the stage. The Garage Composites team will be waiting.

Garage Composites will then continue with more in-depth learning sessions on the Dealer Excellence Stage. Backed by comprehensive data gathered through their 20 Group leadership, there will be four presentations that will provide actionable takeaways with proven results that dealerships can implement immediately.

“Successful business experts say it all comes down to the people, the process, and the product,” said Sam Dantzler, President of Garage Composites. “Powersports already has incredible products. The Garage Composites team will be at AIMExpo to share our best practices for processes and some new ways to think about how to engage the people — staff and customers.”

Dantzler and Gonzalez will also be hosting live Garagecast podcasts throughout the show at the AIMExpo Starting Line, and attendees are encouraged to stop by and say hello.

GARAGE COMPOSITES DEALER EXCELLENCE SESSIONS

Wednesday, February 5

Jolene Krizan, Director of Dealer Development
Title: Breaking the Cycle: The Impact of Skipping Daily Processes
Description: In today’s fast-paced market, dealerships face mounting pressure to stay competitive, meet goals, and keep customers satisfied. However, a troubling trend stays consistent: Inconsistency! We are always making excuses for skipping the vital daily processes and using excuses like “we are too busy” or “we are short staffed” to justify cutting corners. It’s time to stop putting off what we know works and commit to excellence every day.
Takeaways:

Explore the importance of sticking to established processes or routines. Whether it’s following up with leads, ensuring proper inventory, or executing customer service protocols.
Krizan will also highlight the cost of skipping these processes: lost opportunities, missed sales, frustrated customers, and damaged reputations.
Break free from the excuse-driven mentality, emphasizing accountability, time management, and the power of smaller, consistent actions.

Jordon Schoolmeester, Manager of Training
Title: Capitalizing on Every Customer in the Parts Department
Description: Maximize your SALES opportunity by utilizing a sales process and best practices for every individual customer. Yes, I said SALES. Focus on selling to benefit the customer and the department’s profitability. Having a structured sales process in the parts department is crucial. We will take a detailed look at a couple of steps of the sales process and give ideas on how to improve. Then, we’ll finish with parts department metrics to watch for that will drive the team’s success.
Takeaways:

An easy-to-use system to better upsell and add on for every rider and driver at your parts counter.
Switch to understanding the benefits of a structured sales process.
Metrics to score the parts teams’ progress.

Thursday, February 6

Sam Dantzler, President, Garage Composites
Title: Look Inside
Description: In the spirit of promoting the business, everyone talks about new riders, but few understand the true value of a lead. In this session, Dantzler will explore the value of a lead, digital or otherwise. He will give quantifiable data as to how many people try to enter our sport, only to get dissuaded by poor dealer experiences, lack of follow-up, or not letting the customer shop how they want to. The leads are already there. The new riders are already there. Dealers just need to look within what’s already engaging with your dealership.
Takeaways:

Quantify how many new customers dealers are walking away from.
Quantify how many dollars dealers are walking away from.
Embrace the new customer omni-channel experience and remove friction for first-time buyers.

Tony Gonzalez, CEO, Garage Composites
Title: How to Use Videos to Maximize Your Opportunities
Description: The shopping environment that human beings operate in has changed drastically over the past four years. The demand for instant answers, immediate gratification, and more than an analog experience demands that dealerships use the newest, most modern tools available. Learn how to use videos as your primary means of communication with your customers and how to separate yourself from your competition.
Takeaways:

Understand why you should be using videos to follow up.
Identify key technologies to make the process easy.
Learn the four must-haves for a successful video.

Motovation Is New Title Sponsor For 2025 MotoAmerica Supersport Series

MotoAmerica, North America’s premier motorcycle road racing series, is thrilled to announce that Motovation, an industry leader in motorcycle customization for over 20 years, is now the title sponsor of the 2025 MotoAmerica Supersport Championship.

Texas-based Motovation imports unique, high-quality motorcycle accessories from around the world for racers, mechanics and motorcycle enthusiasts – all with a focus on elite quality and style.

The 18-race 2025 MotoAmerica Motovation Championship begins April 4-6 at Barber Motorsports Park in Birmingham, Alabama, and concludes September 26-28 at New Jersey Motorsports Park in Millville, New Jersey.

Last year’s Supersport series was a battle from start to finish between Strack Racing’s Mathew Scholtz and Warhorse HSBK Ducati Racing’s PJ Jacobsen, with Scholtz ultimately taking the crown.

“Our involvement with MotoAmerica racing began many years ago with a grassroots approach to the sport,” said Nate Seyer, owner and CEO of Motovation. “We started out supporting riders who needed help getting their bikes ready for such a high level of competition. Over the years, we have been fortunate enough to involve ourselves with a wide spectrum of teams and riders competing across the different MotoAmerica classes. We are proud to have the opportunity to make an even bigger difference to a sport we all love.”

“We’re thrilled to announce Motovation as the title sponsor for the MotoAmerica Supersport Championship,” said MotoAmerica COO Chuck Aksland. “Motovation has been a valuable supporter of teams and riders over the years, and we’re excited to see them step into this prominent role. The Supersport class is one of the most competitive and prestigious in our series, with up to six manufacturers battling for victories. Last season’s title chase came down to the wire, and we’re expecting another thrilling year of competition.”

Harley-Davidson announces promotion of Jonathan Root to President, Commercial

Harley-Davidson, Inc. (“Harley-Davidson”) (NYSE:HOG) today announced that Jonathan Root has been promoted to President, Commercial; Root will continue to serve as Chief Financial Officer at the Company. Following this change, Root’s new title will be “Chief Financial Officer and President, Commercial.”

Root will assume his new responsibilities effective January 27, 2025, reporting to CEO Jochen Zeitz. In this expanded role, Root will assume oversight of global commercial operations while retaining his existing leadership of the finance organization.

“This promotion reflects Jonathan’s strong leadership across a variety of roles at Harley-Davidson, and is underpinned by his knowledge and expertise of our business,” said Jochen Zeitz, Chairman, President and CEO, Harley-Davidson Inc.

Root was appointed as Harley-Davidson CFO in June 2023, having previously held the role of Senior Vice President at Harley-Davidson Financial Services (HDFS), where Root oversaw the global HDFS business, as President of Eaglemark Savings Bank, President of Harley-Davidson Insurance, and President of all other HDFS subsidiaries. Root joined HDFS in 2011.

Root holds an MBA from the University of Detroit Mercy and a Bachelor of Science in Corporate Finance from Wayne State University.

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